They are not only targeting old and young visitors, lovers and divers!

The Virgin Islands Tourism Board showed off their newest cutting-edge marketing tools earlier this month in St. Croix at Buccaneer Resort in Christiansted. They are going to be using DVD, a music video, U-Tube, and print ads to reach their target audiences. “We want to target the young who can spend many vacation years here,” said Beverly Nicholson-Doty, Tourism commissioner.

The music is pop, with Jade Anderson singing an original tune, “Island Time.” She is the daughter of Jon Anderson, who sang such hits as “Roundabout” and “Owner of a Lonely Heart” in the 1970s and ’80s as front man for the British rock band Yes. “Worries are oceans behind …,” Anderson sings, “washing the tension from my mind … sleep beneath the trees … swim the seas, this is how life is meant to be.” The catchy tune communicates the feel of the islands.  Stanley & The Ten Sleepless Knights does the music.

The DVD tells of a young woman’s trip to “America’s Caribbean.” It is a scrapbook and travel journal; she narrates as the pages turn. The footage shows mocko jumbies, weddings, diving, history, culture and more. The printed guides target potential visitors, lovers and divers. Each printed guide is chocked full of island photos in order to hook in the consumers and travel agents so they will choose the U.S. Virgin Islands as their vacation destination.

The romance guide is for couples thinking of beginning lives together with an island wedding. The dive guide is an undersea exploration with shots of the “Wall,” shipwrecks and reefs. The new materials will be used at trade shows, and with travel agents. “We’re doing 500 sales calls a month with this material,” Nicholson-Doty said.

The Virgin Island Tourism campaign is currently focused in Atlanta as a test run, with signs on 75 buses and at airports. The next cities targeted are Boston, Philadelphia, Miami, New York, Cleveland and Chicago. The Tourism Board is also working with airlines to bring more visitors, Nicholson-Doty said. “We need to ensure filling the plane and solidly grow the market with filled seats,” she said. “These are exciting new marketing pieces promoting the Virgin Islands,” Nicholson-Doty said. “This is a first with exposure in mediums we haven’t used before.” All the Toursim Board needs to do is get their target markets to the islands and they will be hooked for life.  I visited the Caribbean over 30 years ago, and looked what happened to me!  Be sure to link on the V.I. Tourism Board to view their new marketing material.  They have done a great job with these new marketing tools.  Until next time….your Caribbean lifestyle detective remains on duty!